Picture of TSP Mural from outside the clinic.

Toronto Sports Performance

Toronto Sports Performance (TSP) is a sports medicine and physiotherapy clinic. Originally based in Mississauga, Ontario, the founders decided to move their practice downtown Toronto in the winter of 2019. With this transition, they wanted to rebrand to better appeal to the clientele at their new location. I worked with TSP to refresh their existing visual identity and design a mural for their new office.

CHALLENGE

Clarify the brand’s image and positioning to better appeal to the customers they serve.

OUTCOME

A new identity and strategy that supports TSP as the premier sports medicine clinic for people looking to optimize their physical well-being.

SCOPE OF PROJECT

Brand Identity
Art Direction
Strategy

REBRAND

The project was initiated after a brief phone call with TSP’s Chief Marketing Officer, Joshua Dolor. An in-depth strategy session was conducted both in-person and remotely over the course of three days. The biggest takeaway was that TSP wanted to appeal to a younger crowd, which necessitated a complete refresh of the brand’s visual identity. Toronto Sports Performance needed to be modern and culturally relevant.

With the strategy set, I went to work to create a new logo that reflected TSP’s brand personality and ethos. We wanted the new mark to be modern, sleek and versatile in all sizes and applications.

The original TSP logo featured the clinic’s name arranged around a red maple leaf in a crest-like manner. The text hierarchy was off and the mark didn’t translate well in small sizes. The new logo simplified the clinic’s long name into a digestible abbreviation.

MURAL CONCEPTION

Alongside the new identity, the founders at TSP wanted a mural done for their reception area. As a sports medicine clinic based downtown Toronto, they wanted the theme of the piece to be around iconic moments in Canadian sports history. In collaboration with designer Mackenzie Telenko, we worked to create a mural that would respect the brand’s identity and resonate with the clinic’s target clientele of young, working professionals. The end result was an 8.5 by 11 foot wall composition of 12 of the most memorable moments in Canadian sports history.

“Justin went the extra mile to hear out our ideas, insights and suggestions. He incorporated that information into his designs for our brand as well as in a mural that captured our vision perfectly. Look forward to working with him again!”